Destination Image Through TripAdvisor´s Reviews Analysis

Abstract

Tourists’ satisfaction and motivation have been recurrent themes in tourism literature. In recent years these themes have also been addressed based on online evaluations carried out by tourists, TripAdvisor is one of the most used sites. In this context, this study aims to analyse the image of Bragança's tourism destination based on TripAdvisor reviews during the pandemic period (2020–2022). To this end, 1444 quantitative and qualitative reviews of attractions, hotels, and restaurants in Bragança, Northern Portugal, were analysed. Based on the Latent Dirichlet Allocation Algorithm three dimensions were determined for the attractions, two dimensions for the hotels and two dimensions for the restaurants. The descriptive statistics made it possible to establish that the municipality has a positive tourist image. Given results, theoretical and practical implications of this important Marketing theme are presented.